A display is not successful just because it is large or attractive.
It should have a reason to exist.
A display might be designed to:
- drive unit sales,
- introduce a product,
- support a meal idea,
- build a seasonal event,
- move excess inventory,
- create excitement,
- improve convenience,
- support a vendor promotion,
- or reinforce a price/value message.
That purpose should affect what goes on the display and how success is judged.
A beautiful display that ties up a large amount of inventory but barely sells may not be helping the business.
A simple display that makes an obvious meal solution easier for customers may be extremely productive.
Before building one, ask:
- What are we trying to accomplish?
- Who is the customer for this display?
- How much inventory will it require?
- Can we keep it full?
- Does its location make sense?
- What related products should be nearby?
- How will we know if it worked?
What type of display consistently performs well in your store, and what displays tend to look better than they sell?